Fibre Marketing

Tag: Business

Building your online brand

Posted on by Chloe

Many entrepreneurs focus on building a business, rather than a brand – this is a mistake. Developing an online brand can play an important role in helping you to build a long-lasting, successful business. Just look at Apple – whenever they release a new product, people line up outside their shops to get their hands on it. This is because they feel an emotional connection to the brand and trust in the quality of their items. An online brand is the ultimate way to give your business a competitive advantage and connect with your audience on a more personal level. With that in mind, here are our top ways to build your online brand.

Understand the importance

The first step to building your online brand, is to understand the important role that it plays in the success of your business. Some business owners are reluctant to invest in online branding, because they feel that it may be a waste of money and yield little results. However, building your online brand can have a number of significant benefits such as creating awareness and interest in your business, attracting new customers, growing your business online, and securing repeat customers. All of these are important factors in any successful business.

Research your target audience

Before you can build an online brand, it is also important to understand your target audience. Make sure you do thorough research and establish who your audience are and what will appeal to them – this includes things like their gender, age, and interests. You can use a number of online tools to help you identify your target audience. Some useful examples include Google Trends, Compete, and Comscore. These tools with provide you with valuable information on your target audience, and help you determine what they will want to see and hear. This will enable you can create an effective online brand strategy and develop your brands voice.

Use a range of media platforms

The most effective online branding strategies use a variety of different media platforms to capture their audience. For example, use content networks to develop your brand through repetition, then use behavioural marketing to get your advertisements seen by your target audience. You also need to consider what social media you are going to use. There are plenty of different social media platforms, so make sure you find the one that’s best for your business. Your market research should help you understand what social media your audience uses, and how to reach them. Remember that social media is a great tool for getting organic traffic and building your online brand, so make sure you take advantage of it! It’s also important to keep in mind that media platforms are constantly evolving, so make sure you are flexible and adapt your strategies to any new changes.

Create a recognisable logo

Your brand logo is extremely important. It has the power to arouse interest in your audience and build awareness of your brand and business. Make sure you choose a unique logo, that is easily recognisable and reflects the story behind your business – brands like Apple and Nike are a good example. Keep in mind that people are likely to forget or confuse a logo that is too complicated, so it’s always best to keep it simple!

Remember that content is key

Posting regular quality and relevant content, is one of the best way to connect with your audience and build your online brand. We see content everywhere – from Google and Youtube, to Facebook and Instagram. Good quality content will attract more people and if they enjoy it, then they are going to associate the value of your content to your brand. Posting high quality content is also a great way to encourage similar reputable organisations to repost your content and include backlinks to your website. This will help to generate more traffic to your website and enhance your organic search presence. Remember, the more prevalent your brand becomes in the mind of your peers, the stronger your reputation will grow online.

Build your reputation online

Building your reputation online is extremely important. People aren’t going to buy from your business if they don’t know or trust it. Online reputation and brand authority is also an important factor in your search engine rankings, as more authoritative sites will appear higher in search engine result pages. This will help to drive more quality traffic to your website and generate more conversions for your business. It is important to remember that building an online reputation for your brand will take time and consistency is key. Keep posting quality, relevant content and eventually your brand will build a following and brand authority online.

How to Create a Good Meta Description

Posted on by Chloe

Creating good meta descriptions for your web pages is essential. Doing so gives you an advantage in search engine results. While it’s true that Google does not use meta descriptions on their own when determining search engine rankings, click through rates are used. Good meta descriptions help to improve these click through rates.

This is why meta descriptions are an important aspect of SEO. So what do you need to do, to create good meta descriptions for your web pages?

What is a meta description?

Let’s start by looking at what a meta description actually is. In basic terms the description is a summary of what is included on the page. If keywords that are being search for are included in the meta description it will be shown on the search results page. When a meta description is displayed it can help to influence the decision of the person searching as to whether they click through to a website or not.

You can see why creating good meta descriptions is so important. They can greatly increase the amount of traffic to your website. This is why it’s essential to create well thought out and well-crafted meta descriptions for your web pages. There are several factors that you need to take into account when you are doing this.

1. Pay attention to the number of characters

In the last couple of years Google has increased the number of characters that it displays in the snippet on the search results page. However the number of characters displayed can change at any time. You need to ensure that the important information is displayed. Therefore it’s a good idea to stick to 155 characters when creating a meta description. It’s also worth noting that searchers should be able to get a good idea of what the page includes within the first 130 characters.

2. Provide an accurate overview of your website with the homepage meta description

The meta description for your homepage should provide an overview of what your website is about. Remember that you need to be precise while also being concise. Including the right information is important because it will help attract the right people to your site. You do not just want people to click through to your site you want them to find what they looking for when they get there. Making sure that this happens reduces your bounce rate and improves engagement with your website.

3. Make sure that the description is compelling

It’s important to remember that the meta description is your opportunity to attract people to your website. This is why you need to make sure that the words you include are enticing and compelling. Your aim is to get people to click through to your website so you need to provide them with a reason to do so.

4. Make meta descriptions specific

It’s often easier to create meta descriptions for product and services pages than it is to create a meta description for the homepage of your website. This is because you can be specific about the product or service that the page is about and you do not have to discuss the business as a whole. Being specific is important because you want the person who is searching for a product or service to know that your business is the right choice for them.

5. Talk about the benefits of a product or service

When you are creating meta descriptions for your product and services pages think about the benefits that the product or service can provide. This could be solving a problem for the searcher or making their life easier. Include this information in your meta description for the page.

6. Use language that promotes actions

Remember that the aim of your meta descriptions is to encourage the searcher to click through to that page of your website. In order to make this happen it’s useful to include words or phrases that act as a call to action. Doing so helps to increase the amount of traffic to your website. This is an important aim of your SEO.

7. Talk about your USP

The Internet is a vast marketplace so you are going to be facing competition when it comes to attracting people who are searching online. Think carefully about what makes your business different from the others. This is your unique selling point or ‘USP’. Make sure that you include details of this USP in your meta descriptions.

8. Use a unique meta description for each page

When it comes to creating meta descriptions for your website it’s important to remember that each meta description needs to be unique. If you do not make sure that this is the case you could find yourself being penalised in search engine rankings.

9. Do not stuff meta descriptions with keywords

Although you do need to include keywords in your meta descriptions, you should make sure that you do not stuff each description with a bunch of keywords. The meta description has to make sense on its own and not just be a lot of keywords thrown together. If you do stuff your descriptions with keywords your website could appear to be spammy and you could be penalised for this in search engine rankings.

Creating good meta descriptions can seem like a daunting process, especially when you are trying to run a business at the same time. Getting expert help with the process could be the solution. The team at Fibre Marketing is happy to help with creating meta descriptions for your website.  Speak to us about your requirements and we will tell you about the help that we can provide.

How Will SEO Help My Business?

Posted on by Chloe

SEO might sound like something other people think about. Why would you want to know about this when you run a business in a different sector? How will it help your business?

The truth is, if you can get your SEO practises right, your business will grow. In today’s world in which more people search for goods online than ever before, you need a website, and if you have a website, you need it to be noticed – particularly in you are working in an area that has a lot of competition. Getting noticed is all about SEO. Here’s how it can help your business grow, be noticed, and thrive.

Improve Your Search Engine Rankings

When you search for something online, the likelihood is that, unless you know exactly which website to head to from the start, you are going to use a search engine. The most used search engine in the UK is Google, so much so that ‘to google’ has become a verb that we all use with hardly a second thought.

Using SEO correctly means that you will be seen higher up in the search engine (and particularly Google) rankings. You may wonder why this matters, but it is actually hugely important for the success of your business. People don’t have a lot of time – when they are searching for something it’s because they want to find the answer. The first page of search engine results are where they will concentrate their ideas, clicking on the top few links. They might, if nothing useful has come up, venture to the second page, but it is unlikely they will go much further – they will change their search terms instead.

Being on that first page of results is crucial, and being as near to the top as possible is something to aim for. SEO can get you there.

Conversion Rates

The number of people who visit your website compared to the number of people who buy when they are there is your conversion rate. Clearly, the more people who buy, the better your conversion rate will be, and the better it is, the more profit you will make.

Properly targeted, well thought out SEO campaigns will help to increase that ratio and give you a better conversion rate. This is because targeted SEO will bring people who are genuinely interested in what you are selling; they have already half decided that they want something from you, and you simply need to finish the process. This saves time, money, and effort, and all stems from the correct usage of SEO.

Brand Awareness

Every business needs to be more visible if they want to be more successful. This means working on ‘brand awareness’ so that, even if people don’t need what you are selling right now, when they do need it they will immediately think of your brand and your business.

Again, SEO will help with this. It links back to getting better rankings on the search engines, as this is certainly a good start. But it is also about using SEO to place your website and your ads in other places so that they begin to be noticed all around. A great example of this is social media and your blog.

Engagement

In order to become more successful, you need to ensure you have good customer engagement. SEO can ensure that this is possible. The more people who see your website, your social media posts, your blog, and your adverts, the more people will get in touch with you. This gives you the perfect opportunity to find new customers and to engage with them.

Social media is particularly good for this; people can see the questions that are asked, and your responses (assuming they are made public). This will show that you care about your customers and that you want to work with them and help them wherever possible. In some cases this caring side of your business can be the reason that people turn to you rather than a competitor, and therefore it is imperative to get it right.

It isn’t just the public forum of social media that counts when it comes to engagement, of course. Even if no one else sees the question or the answer you provide, it is just as important to answer any question that comes your way. You should also acknowledge any feedback, pay attention to reviews – positive or negative – and always remain professional at all times.